RCS Powers Branded and Verified Messages for More Than 300K Twilio Customers with No Code Changes

Twilio, a leading customer engagement platform, has announced the global availability of Rich Communication Services (RCS) messaging through its Programmable Messaging and Verify APIs. This advancement allows businesses to enhance their messaging with branded sender identification, fostering trust and driving customer loyalty without the need for code changes.

1. RCS Messaging Overview:

   • RCS messaging upgrades traditional SMS to a richer format on capable devices.
   • Includes branded features such as business logos, taglines, and verified sender identification.
   • Basic messages up to 160 characters are upgraded at no additional cost.

2. Features and Benefits:

   • Branded Messaging: Enhances trust by displaying business logos and names, and includes verification by Google. This promotes higher customer engagement and repeat purchases.
   • Rich Content and Interactivity: Offers call-to-action buttons, interactive carousels, location sharing, and quick replies, boosting engagement and conversion rates.
   • No Code Changes Required: Businesses can configure RCS branding and verification through the Twilio Console without altering their code. Twilio handles carrier registration, capability checks, and fallback to SMS when RCS is unavailable.

3. Consumer Trust Insights:

   • According to a 2024 Twilio survey, 75% of consumers felt more trust towards messages with branding, and 49% preferred messages with a logo or check mark.
   • RCS-driven trust translates into action, with 40% of consumers making repeat purchases and 25% making first-time purchases due to trusted communications.

4. Market Impact:

   • RCS is positioned as a superior alternative to traditional SMS and MMS, providing a feature-rich, standardized platform for dynamic customer interactions.
   • The inclusion of RCS support on iPhones is expected to drive widespread adoption.

5. Industry Expert Perspective:

   • Paul Nashawaty from Futurum Research notes a 32% increase in customer engagement and conversion rates for businesses using RCS compared to SMS.

6. Availability and Access:

   • RCS messaging is now in public beta globally for Programmable Messaging and generally available in Verify.
   • Apple’s recent support for RCS on iPhones will enhance adoption.

Twilio’s introduction of RCS messaging represents a significant leap forward in creating trusted, interactive, and branded communication channels. This innovation is set to transform how businesses engage with customers, bridging the gap between traditional SMS and modern OTT messaging platforms.